Thank you very much for the question. It is a very important question.
Obviously, at the Canadian Vaping Association, we take youth vaping very seriously, and we absolutely do not want any youth addicted to nicotine. Despite the relative reduced risk, it is still an addictive substance, so we at the Canadian Vaping Association have been taking initiatives. Prior to it becoming law, we have been distributing “19-plus” signs to our members and mandating that in our bylaws. Our membership chair has negotiated a deal with the credit card companies to mandate ID verification at the point of sale, and at this point I believe this is a very impactful initiative that is going to heavily limit young people's access to vaping products.
That, I believe, is not enough. I do support some of the suggestions and recommendations to ban lifestyle advertisements, and a lot could be learned from the alcohol laws, because it is a dangerous addictive substance that's restricted for young people, and that problem has been tackled. One additional suggestion would be to limit the time during which such advertisements could be aired to later in the day. We do believe that a lot stronger co-operation between the government and our industry is required regarding the accreditation and certification program, in order to enforce these things and go further, even into the realm of educating young people.